Designing For Women — Advice From PepsiCo
By Kelsey Alpaio, Staff Writer
Empathy, understanding the consumer, and human-centered design are all increasingly hot topics in the world of corporate innovation. But Erica Eden, Director of Global Design Innovation at PepsiCo, points out that building brands for women and men is not the same thing.
“As innovators, particularly in fast-moving consumer goods, we don’t really treat women like people,” Eden says.
Eden explained some of her principles of “Designing for Women” at the Front End of Innovation conference in Boston last week, touching on topics such as where women’s brands go wrong; how men’s brands aren’t afraid to create “tribes”; and the steps companies should take to better understand and appeal to their women consumers.